NewStore provides Omnichannel-as-a-Service for retail brands worldwide that want to accelerate their digital transformation. Headquartered in Boston and with offices in Berlin and the Dutch city of Utrecht, NewStore empowers brands everywhere to easily deliver amazing shopping experiences that store associates and consumers love.
As NewStore expanded into international markets, the company’s demand generation team needed a more proactive and scalable approach to their account-based go-to-market efforts. They implemented 6sense Revenue AI™ in September 2021, which has generated remarkable results like a 124% YoY increase in qualified leads.
The Challenge: Moving from Reactionary to Proactive
Before 6sense, NewStore’s revenue team was already committed to an “account-based everything” philosophy, relying on Engagio to monitor engagement within their target accounts.
While this approach provided insights into account penetration and engagement, it wasn’t enabling NewStore’s go-to-market teams to proactively uncover and engage the accounts anonymously researching their solution on the B2B web. (We call this the Dark Funnel™.)
“Our BDR team was in a position of chasing as opposed to being able to read patterns, take insights, and then leverage them more proactively,” explains Marcus LaRobardiere, NewStore’s Senior Director of Marketing.
To fix this problem, NewStore tried an intent data platform but found they still needed more real account insights. “We needed something that allowed us to be more proactive in terms of reading the tea leaves and then making informed decisions about our activities and how we execute,” Marcus says.
Taking the Initiative with 6sense
After evaluating several solutions, NewStore selected 6sense to help their sales and marketing teams better understand prospects and engage them in customized, hyper-relevant ways.
“Seeing engagement, as it happened, a day or two later is one thing,” Marcus says. “But being able to understand, from an intent standpoint, the topic areas that brands care about helps inform everything across our entire marketing function. And it tells our BDR team what they should be pushing and prioritizing across different accounts.”
6sense’s user-friendly interface, comprehensive account insights, and predictive analytics capabilities were key reasons that NewStore selected the platform, Marcus says. 6sense also seamlessly integrated with NewStore’s existing tech stack, creating an AI-powered revenue hub.
“6sense lets us have everything in one place, connected and integrated with some of the tools we already have,” he says. “Layer on top of that the predictive analytics for buying stages and engagement –– that was the game-changer, and that’s what sealed it for us.”
A Globally Unified Go-To-Market Approach
NewStore’s revenue team uses 6sense globally, including in the U.S., EMEA, and Australia. “6sense is woven into the fabric of everything that we do across our go-to-market teams –– account insights, prospecting, and ads,” Marcus says.
He adds: “6sense allows us to understand where accounts are in their buying journey and what they’re looking for. This informs everything, from our BDRs’ messaging and when they should be hitting accounts to the marketing workflows we execute on like retargeting display ads.”
With segments configured for each target market, NewStore’s local BDR teams tailor outreach based on buying stage, engagement, and keyword insights. Meanwhile, the marketing team uses display ads and retargeting campaigns to engage the same segments and help move prospects down the buyer journey.
Uncovering Compelling Stories for Every Account
With 6sense as their investigative tool, NewStore’s revenue team can gather and interpret data, creating a unique and compelling story for every account.
This proactive and personalized approach has driven exceptional results to date:
- 124% YoY increase in qualified leads
- 101% YoY increase in qualified opportunities
“I tell my team, ‘You guys are like investigators. You’re Sherlock Holmes,’” Marcus says. “6sense gives us all of this data, all these clues, that we can piece together to make a case. Whether from a BDR perspective, advertising, or content, 6sense helps us tell a unique story for each account and reveals how we can help solve their problems.”
